The essential systems that every advisor must have
By Peter Montoya
All the skill, knowledge and experience in the world can’t impress someone if they know nothing about it. Wouldn’t it be wonderful if motivated, qualified prospects could just “know” you were the best Advisor for them and magically appear?
Financial Services marketing is nothing like it was twenty (or even ten) years ago. In the modern landscape …
Potential clients are no longer limited to seeking the services of the few names they see in the yellow pages. Now, they can easily access information on hundreds of Advisors within minutes. For Advisors who ignore technology – this could put them at a great disadvantage. But for those who embrace it, the benefits are phenomenal.
Beyond creating a value proposition stating the services you provide to your clients and what makes your offering unique, you must create a consistent program to reach people and build brand awareness. You need to maintain ongoing, worthwhile contact over long periods of time (two to five years) and wait for the prospect to contact you. It may not be your grandfather’s strategy, but grandpa’s clients didn’t have today’s tools at their disposal – and neither did he. However, technology is the one thing that makes these drip campaigns work.
Here are the essential marketing technologies that every advisor must have:
The bottom line? Modern technology is here, whether we choose to embrace it or not. But with the significant majority of qualified prospects being technologically-savvy, attempting to harness the power behind these new technologies is most likely your best move. The good news is, with new technology comes new opportunities – not only for attracting and maintaining relationships with your ideal clients, but also opportunities to automate and increase the effectiveness of your marketing campaigns, while saving both time and money.
© 2010 Peter Montoya Inc.